After opera and ballet, Grand Cinema Digiplex adds theater plays to alternative content strategy

Grand Cinema Digiplex, Baneasa Shopping Center's eagerly awaited cinema ,which opened last fall, expanded beyond simply movie screenings, and added theather plays, fashion shows, ballet screenings and even stand-up comedy to attract more viewers. The cinema is to host the play ‘Maytrei’ - from the novel of the same name by Romanian Mircea Eliade, on March 27, 19:00. The role of Maytrei at 60 years old will played by actress Maia Morgenstein (in picture), while Mayteri at 16 will be played by Aylin Cadir. The show is organized by the Daya theater company. In the first 12 months after the opening, Grand Cinema Digiplex is expected to report revenues of EUR 7 million and alternative content, such as events, special screenings and concerts is planned to bring up to 10 percent of the estimated revenues. A stand-up show with three British comedians will be screened this week. The news came after the announcement that the Bucharest cinema will show several operas and ballets from the Royal Opera in high definition (HD). Grand Cinema Digiplex was opened in September last year following investments of EUR 19 million. The 14,000 sqm cinema offers 2,600 seats and is a fully digital cinema. The Baneasa commercial area, which includes Baneasa Shopping City mall, as well as big box stores, such as the IKEA unit, is part of a larger project. The Baneasa project also includes offices and housing, all on 221 hectares of land. It was inaugurated in 2008. Irina Popescu, irina.popescu@romania-insider.com